Fenty Beauty by Rihanna launches at Sephora Ion Orchard

(2nd from right) Adriana Rahman, 18, and her friend (right) Toh Ruien, 19, are the first to enter the Sephora stall at 10am on Sept 8, 2017, after queuing since 10.50pm the night before.
(2nd from right) Adriana Rahman, 18, and her friend (right) Toh Ruien, 19, are the first to enter the Sephora stall at 10am on Sept 8, 2017, after queuing since 10.50pm the night before.ST PHOTO: SEAH KWANG PENG

SINGAPORE - Fenty Beauty by Rihanna, the 29-year-old Barbadian singer's first make-up label, launched in Singapore on Friday (Sept 8) morning at Sephora in Ion Orchard mall.

Queues started forming outside the shop from 10.50pm on Thursday night, way before the opening at 10am.

By 8.30am, more than 100 people were seen outside the outlet.

ITE College Central student Adriana Rahman, 18, started queueing with her friend and schoolmate Toh Ruien, 19, at 10:50pm on Thursday night. 

"We're big fans of Rihanna and have really been looking forward to this. We slept here last night," she said.

Miss Toh added: "We didn't want to take the risk that things would sell out." 


The queue of more than 100 outside Sephora Ion Orchard at 8:30am for the launch of Fenty Beauty by Rihanna. Fans of the singer started queueing last night at 10.50pm. ST PHOTO: SEAH KWANG PENG

Miss Adriana said she has darker skin so she was also looking forward to the range of foundation shades as "we heard there will be 40 different tones".

"It's not easy for those with darker skin to find the right shade."

Miss Toh added:"Other brands often only offer fairer shades. So it's great that she has so many. I think it's really inclusive."

Rihanna has made it mandatory that all 40 shades of the foundation, which costs $50 each,  be made available in all countries that carry the label.


Some of the first in queue, minutes before the launch of Fenty Beauty by Rihanna, at Sephora Ion Orchard. ST PHOTO: SEAH KWANG PENG

The two friends said that they were prepared to spend about $150 each.

The bold and sparkle-filled collection features highlighters, lip gloss, concealers and a stunning array of foundation shades.


The 40 foundation shades ($50 each) from Fenty Beauty by Rihanna. The singer has made it a mandate that all 40 shades must be available in all countries that carry the label. ST PHOTO: MELISSA HENG

Miss Aurelia Yew, 19, a Ngee Ann Polytechnic student, started queueing at 7am on Friday. 

She said that she wanted to check out what the hype was about. 

"It will be interesting to see what Rihanna has come up with. I like what she has done with Puma so I'm sure her make-up will be good too."


The Gloss Bomb, an universal amber rose lip gloss shade. ST PHOTO: MELISSA HENG

This is not the singer's first foray into beauty and fashion.

In 2014, the star was named the creative director of sportswear label Puma, overseeing creative direction and working with the label to design and customise classic styles as well as launch new styles.

Footwear by Rihanna, including the Fenty Puma Creeper launched in 2015 and Fenty Puma Fur Slide launched in 2016, sold out online within hours.

The singer, whose real name is Robyn Rihanna Fenty, also has her own line of perfumes produced with fragrance manufacturer Parlux. She has also collaborated with cosmetics label MAC and fashion brands Manolo Blahnik and Dior on various collections.

Fenty Beauty is produced by the Kendo division of French luxury goods conglomerate LVMH, which makes cosmetics for popular labels such as Marc Jacobs Beauty and Kat Von D Beauty.